Personal Finance
The Evening Standard offers access to a large base of affluent and financially literate consumers who share their knowledge with those around them. They continuously reassess their portfolio to ensure that they are getting the most value from their financial service providers. When adding or making changes to their portfolio they will actively seek out quality products from providers they trust.- Evening Standard readers have the highest personal income when compared against other UK quality newspapers and their income is 15% higher than AB Londoners*
- On average ES readers have stocks/shares/savings worth £57,129*
Their favourite investment vehicles include:
- Saving/deposit accounts - 84%
- Company pension - 52%
- ISA - 49%
- Premium Bonds - 43%
- Stocks and shares - 38%
- Private pension - 30%
- 64% of them have mortgage or loan and during the last 12 months ES readers were more likely to have changed mortgage than readers of any other UK quality newspaper*
- 88% have a credit card which they use approximately 10 times per week for personal use*
- 6 out of 10 credit card holders are considering changing their card providers with lower interest rates or 0% transfer deals being the main motivation for the move
- 69% of them are willing to take medium or high risks when it comes to investments
- ES readers are 350% more likely to own stocks and shares than the UK average
Source: London Voice Finance, *Premier TGI 2008
